Yes, you may think we have hit a wall as we hit the end of the year, but trust us we haven’t! While we are now all familiar with the big hitting social media platforms like Facebook, there are always smaller, more niche channels with very engaged audiences that are making their mark.
Step forward Twitch and Triller…
Scratch that Twitch!
Twitch is a popular live streaming platform owned by Amazon that originally focused on gamers and though non-gamers may not see the appeal of watching other people play video games, 15 million users everyday make this platform hugely popular.
People playing games can interact with other viewers, or live stream their own gameplay to the world with the potential to earn money through subscriptions and Twitch partnerships. The platform’s biggest star ‘Ninja’ has more than 11 million followers, and reportedly earns over £3500,000 per month.
So why is it so popular?
The Twitch platform allows users to find out about new titles, get tips on how to play games, interact with other gamers and follow gaming personalities. Like sports fans watching their favourite football or basketball team, Twitch viewers follow their favourite gamers.
While gaming makes up the majority of the content on Twitch, the platform has since expanded to host music performances, cookery demonstrations, tutorials on arts and crafts, and an IRL (In Real Life) section in which people live stream aspects of their lives. Twitch also provides an opportunity for charities as streams can be created for a charitable cause.
Now, can we call it a social networking site?
Since its launch, Twitch has gradually introduced a variety of features that have helped it evolve from being a basic streaming media site into something that more closely resembles a social network such as Facebook.
Twitch users can follow and Direct Message each other, each stream has its own unique chatroom where users can connect and the popular Pulse feature essentially functions as a Facebook or Twitter timeline and allows for everyone on the network to post their own status updates as well as like, share, and comment on what others have written.
All of these features are accessible via the official Twitch mobile apps as well, which puts it in direct competition with other social apps. Did Twitch used to be a social network? No. Is it one now? Absolutely!
Ok, so how can I use Twitch as part of my marketing strategy?
Well, key question first…is your audience on Twitch? If so, then definitely test some content on this platform; but please remember what sort of content will work on this platform. Get that wrong and the audience will not forgive you.
To get started, here are five ways to use Twitch for marketing.
- Set marketing goals – in line with your overall business needs and marketing strategy whilst remembering to keep them measurable e.g. number of subscribers by X date.
- Know the audience – Twitch has a young user base and skews male so take that into consideration before you start marketing on the platform.
- Entertain first, advertise second – Twitch includes traditional advertising methods like banners, takeovers, and mid-rolls but if you really want to make an impact, you need to partner with an influencer or brand. If you go the traditional route and run ads on the platform, it’s important to keep the ads entertaining and engaging. Remember, people go to Twitch to be entertained and they don’t want to be sold to.
- Find the right influencer – Twitch viewers are loyal to their favorite streamers. Your goal as a marketer is to find the right influencer or brand to partner with so you can reach that loyal audience.
- Interact with your audience – interaction is a must with Twitch live streaming. By engaging and responding immediately, Twitch streamers are able to quickly build a loyal fanbase. Whether you’re playing a video game, painting, cooking, or just using Twitch as a live stream vlog, you must engage with your audience.
Twitch is ripe for marketing. The platform gets so much engagement and many Twitch influencers have enormous followings. It really isn’t a question of WHY, but WHEN.
Cause this is Triller!
Triller is a short-form video content app like TikTok, but with some big differences. Triller is primarily a music video app that lets creators choose a song snippet and record a video to it that they can then share elsewhere. It then moved away from being purely a video-making app to being a social media platform on its own by adding a feed so users could find and follow other users and watch videos.
Sounds like TikTok to me…
If you are asking the question ‘Isn’t Triller just like TikTok?’ then you are both right and wrong. In-app editing tools vary greatly for starters plus Triller users can listen to full tracks on the app (vs only 15 seconds on TikTok). And critically, Triller serves content that is newer or more popular on its feed vs TikTok’s AI of serving you content based on what you have engaged with previously.
But is Triller popular?
Triller has more than 65 million active users and has been downloaded over 250 million times worldwide. Don’t forget, fears on TikTok data safety have also contributed to Triller’s following in a positive way. And Triller itself claims to have contributed to the success of about 28 different Platinum-selling albums.
Again, is it a social networking site?
Again, it is a yes! Users can create and share videos and scroll through other users’ profiles to see what they’ve come up with. With a creator account, you can set up crowdfunding features to raise money for a cause—or for yourself. Plus you can collaborate with other Triller creators to combine video clips into a single video. Triller creators can also establish goals and connect with followers, brands and even music labels.
Should Triller be part of my marketing plans?
Well, you know what we are going to say? Is your audience on Triller? If so, then it is definitely worth testing some content on this platform as a way to reach this younger audience.
Triller gives brands a platform to increase exposure and get a greater share of voice on social media. Like TikTok, it’s also a fun way for influencers and brands to promote their products in their video content. Through ‘Triller Challenges’, Triller influencers and brands can create and run challenges tracked via hashtag, even awarding prizes for the best submissions. And that is a whole host of user generated content you can share for brand affinity and engagement.
Unlike TikTok, Triller doesn’t currently include ads. Instead, Triller focuses on letting creators crowdfund, raising money from followers, partnerships, and advertisers. This may very well change depending on the future of not just this platform, but TikTok too.
Our final word
Well, we are pondering why all these new social media platforms start with the letter ‘T’! But that aside, it’s really good to stay updated on what is out there that could offer new and engaging ways to reach your audience. That is the key word tho, audience. Are the people you want to talk to on these platforms regularly?
To find out more about any social media platform, even those that don’t begin with the letter ‘T’, then contact us here.